Today, all companies want more personalised customer relations. However, during this transformation period there is a risk that the customer relationship will focus solely on the technological promise i.e. taking precedence over the relational promise.

Today, artificial intelligence and big data are on everyone’s lips. However, the proportion of companies that truly use the advantages & insights big data can confer to inform their strategic planning is still relatively small.

It is sometimes difficult to create a link between highly sophisticated statistical approaches and business reality. The transformation of data into value is an art that needs to combine three different pillars: business understanding, advanced statistics and technology. This triangular approach needs to be adopted by all machine learning projects.

In corporations, traditional practices tend to favour experience, business conventions, uses and habits. Sometimes even political reflexes at the expense of effective decision-making. An analytical culture challenges these established mechanisms by being more pragmatic and qualifying what has never been qualified before.